Do you want a screen with a light? If so, the paperwhite or the voyage. Of the two, if you can easily afford it, the voyage seems to be a bit better (smaller, lighter, better screen light, haptic buttons as well as touch screen).
Are you often away from wifi? Do you want to be able to get a new book from Amazon wherever you are? If the answer to those is 'yes', you probably want a model with 3G as well as wifi.
Do you completely hate on-device advertising? Then get the one without ads for a little more.
Or do you just need a plain Kindle with no light and you don't mind advertising, and your budget is tight? In which case the basic Kindle is for you.
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